Italy’s communications watchdog has launched a consultation on gambling-linked media after new restrictions tightened gambling ad regulations.
Italy’s communications regulator, AGCOM has urged stakeholders to respond to proposals tightening the rules governing gambling-linked media and entertainment brands, as businesses await clarity on the country’s advertising ban.
The consultation examines when editorial, sports and entertainment services sharing a brand with a gambling operator can be promoted without breaching the prohibition.
At stake is the use of brand extensions such as “.live”, “.sport” and “.news”, which have become a focus of scrutiny over whether ostensibly separate services provide an indirect route to advertising betting businesses.
Italy banned gambling advertising and sports sponsorships under the 2018 Dignity Decree, introduced by the coalition government of the League and Five Star Movement. Applying that sweeping restriction to brands operating across several sectors has proved more complicated.
AGCOM’s review concerns paragraph seven of the guidelines adopted in 2019 to implement Article 9 of the decree, which prohibits direct and indirect gambling advertising.
Resolution 234/26/CONS, published on 22 October, opened a 30-day consultation, with submissions due by 21 November.
A tougher test for exemptions
The proposals would keep room for businesses to promote autonomous services using gambling-linked brands.
Securing an exemption, however, would require them to meet all relevant conditions and demonstrate that their communications do not indirectly advertise gambling.
Under the draft, separate activities would need their own operations, dedicated resources, and trademarks registered for services unrelated to gambling.
Editorial websites would face additional requirements, including an identifiable newsroom, a responsible director, regular original content and registration with the relevant register where legally required.
The distinction would also have to extend to how those services direct their audiences. Links, banners, redirects or promotional codes facilitating access to the operator’s gambling platforms would prevent an exemption.
Visual identity would provide another test. Separate services would need distinct branding, while any shared name would have to give at least equal prominence to the element identifying the non-gambling activity.
Meeting those requirements would not automatically secure clearance. Sports sponsorships, stadium advertising and paid digital campaigns would face particular scrutiny, with AGCOM able to reject an exemption where the overall message, context or audience creates an advertising connection with gambling.
For operators, the proposals would place greater weight on proving that a media or entertainment business functions independently of its betting operations.
Stakeholders must submit responses to [email protected], referencing resolution 234/26/CONS. Requests for a hearing must arrive at least 10 days before the consultation closes.
Meanwhile, parliamentary debate over repealing the advertising ban offers clubs and operators no immediate relief. AGCOM has written to Italy’s professional football leagues and clubs reminding them that the Dignity Decree remains binding for the 2026/27 season, regardless of deliberations over its future.
